Some ICT are caracterised by a mythological dimension, based on the powers they offer to their users, but also on the mediatical and social tales about them. Apple as a firm has produced a tough and efficient mythological surrounding, finding their roots on the « magic » of the devices, and also on the ritualization of usings and consumption specifical to the « Apple brand ». This text analyses those magical and ritual dimensions of Apple. But it is also a contribution to the new mythological studies of postmodernity.
